Hiring salespeople is a challenge. Gifted salespeople are always in high demand, no matter the state of the economy. Not only is recruiting difficult, but bad hires can cost companies dearly in the wake of turnover. The Wall Street Journal recently reported costs could reach up to $150,000 per person in these scenarios.
Know What You Want
The first step is to know exactly what your position requires by determining the strengths and weaknesses of your own company. What can you offer in terms of sales support? Depending on the stage your company, you might need focus intently on candidates that show strong signs of self-motivation to make up for deficits. To know if you’re finding a good fit, evaluate your company culture. For example, by how it approaches structure and ethics. This will be helpful in the next stage when you have to compare a candidate’s previous working environment with your company.
Research Beyond the Resume
Resumes are marketing tools intended to highlight (even embellish) achievements while glossing over deficits. If your candidate has experience, start by looking at their historical track record. Call references from the last ten years. Find proof of commission. Look at their W2s from the prior three years. If the candidate you’re considering is inexperienced, look for the core qualities of a good salesperson like self-motivation, persistence, and people skills. Another option is purchase aptitude tests to determine their sales skills.
The Interview
Make your interview process as much like a sale as possible. Make the first call brief and challenging, then follow up with more in-depth interviews. Don't be afraid to speak bluntly and show skepticism to test their responses. It’s important to remember that it’s easier to sell yourself to an interviewer than to actually excel in the field of sales. In the interview, ask for explicit tactics they used to overcome barriers instead of speaking about their sales approach generally. Test if they know the numbers behind their sales performance well. For example, do they know how many cold calls they need to make to yield a number of potential leads. If they do, it’s much more likely they did the work they claim.
Look for Consistency in Sales
It takes at least six months to acclimate to a new job and become productive. From that point on, improvement should be steady and allow them to reach their full potential. If they did stagnate at a previous job, you’ll need a compelling reason why that won’t happen again. In some cases a brilliant salesperson can tend to stagnate. In this case, a change of scenery will likely only improve their productivity for a short stint. If the person is hopping from job to job, especially before the six-month mark, that indicates a red flag.
Look for Consistency in Employment
Good salespeople don’t leave good jobs when they’re making money, which is why a consistent employment history speaks volumes. Any employment less than a year and half should draw your attention. Did they jump hastily into a job that didn't suit them? If they’re leaving their current job, is it because they're afraid of failure? You should determine if someone with a spotty record or no prior experience actually has motivation to be a salesperson or if they’re simply settling. Ask them questions to determine their motivation and passion for learning about new sales techniques.
For more information about the best hiring practices, please contact Salefish LLC. We specialize in comprehensive training to sales managers, executives, and business owners.